Jaxson Dart is getting ready for college football season with one of his biggest NIL deals to date.
The Ole Miss starting quarterback inked an endorsement deal with Dick’s Sporting Goods, starring in a new back-to-school ad with sports commentator Kay Adams. A Heisman Trophy candidate entering the 2024 season, Dart has thrown for 7,691 yards with 52 touchdowns and just 21 interceptions. With a 17−10 overall record in two seasons at Ole Miss, he’s poised for the most anticipated season in Oxford in recent memory.
The partnership was facilitated by Everett Sports Management (ESM) and agent Jeff Hoffman. In the campaign, Dart takes fans behind the scenes, sharing his personal gear and apparel choices from Dick’s.
“Partnering with Dick’s Sporting Goods is an incredible opportunity,” Dart said in a statement. “I’m looking forward to sharing my style and gear preferences with fans and being part of a brand that truly supports athletes.”
Full details of the agreement were not disclosed to On3, but the total value of the deal is in the $100,000 range, On3 has learned. Lane Kiffin and the Rebels were one of the biggest winners in the Transfer Portal, adding names like Walter Nolen and Juice Wells. Dart will be expected to put Ole Miss in position for a berth in the 12-team College Football Playoff.
ESM has one of the largest NIL agency portfolios, including Georgia quarterback Carson Beck and defensive back Malaki Starks, along with the Cavinder Twins.
“We are incredibly excited to partner Jaxson Dart with Dick’s Sporting Goods,” Hoffman told On3. “Jaxson’s unique blend of on-field prowess and off-field charisma aligns perfectly with Dick’s commitment to inspiring and equipping athletes. This collaboration will provide fans with an up-close look at the intersection of style and athletic performance.”
Jaxson Dart’s NIL potential
Jaxon Dart’s agreement with Dick’s Sporting Goods is a major deal, with the total value of the deal in the $100,000 range. But it also isn’t the quarterback’s first notable agreement. He partnered with Nicholas Air in February, making it the first partnership of its kind.
With more than 143,000 social media followers, the quarterback is poised to continue capitalizing on his NIL brand. Along with deals with Ole Miss’ The Grove Collective and EA Sports, he holds an On3 NIL Valuation of $1.6 million. The valuation is No. 8 in the On3 NIL 100, the first of its kind and defacto NIL ranking of the top 100 high school and college athletes ranked by their On3 NIL Valuation.
Dart’s valuation is also No. 7 in the college football NIL rankings.
“Despite what some fans and media believe, there is not an unlimited amount of money being deployed to manage rosters,” said Shannon Terry, the founder and CEO of On3. “Any model – whether it’s today’s broken NCAA ‘student-athlete’ construct or media rights sharing through employment, which is almost a certainty in the near future – demands efficiency based on the athlete and school knowing the athlete’s respective market value.”
The On3 NIL Valuation is calculated by combining Roster Value and personal NIL. Roster value is the value an athlete has by being a member of his or her team at his or her school, which factors into the role of NIL collectives. NIL in an athlete’s name, image and likeness and the value it could bring to regional and national brands outside of the scope of NIL collectives.
About On3 NIL Valuation, Brand Value, Roster Value
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